Think Pink

Oct - Dec 2024
Creative Head for the foundational pre-launch phase of YCL’s initiative to counter ‘health-washing’.
Concept, nomenclature, branding, positioning, philosophy, identity and design for Luke Coutinho - YCL (You Care Lifestyle)




Sometimes, what should really be a government action in India is often a private initiative .
F&B, skin care and lifestyle brands often use words like ‘pure’ and ‘natural,’ but YCL’s labs found harmful contaminants in many ‘clean’ products.

That's why labels can’t be trusted  - they need to be tested.
























Why would anyone want to book a test for their water quality at home?
After all, in India, almost everyone who can already have a water purifier.

On one of my early calls with YCL’s @youcare_by_luke_coutinho senior management, was an eye-opening moment “Well, do you know that you could be over-purifying your water? And depriving oneself of essential minerals can cause a cascade of health issues. The source if this is often undetected.”

Different areas of a city have different levels of minerals and pollutants. And choosing the right water purifier for a home needs good scientific advice. This applies to air-purification too.

A video glimpse ︎













Recommended visual language for social media

Copypartner : Meeti Shroff Shah
Luke Coutinho: Founder, YCL